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Link Building

When search engines crawl the web, they are using links as the streets between pages. Using complicated algorithms to analyse the links, the engines are able to establish how pages are related to each other and in what ways.

The number and types of links that you have to your webpages have a direct influence on how search engines rank you. This can be both good and bad. If the sites that are linking to your pages are considered spammy, then by default your site is also considered spammy.  Conversely, if the sites that link to you have a good reputation, that is passed on to you improving your trustworthiness in the eyes of the search engines.

Another consideration that search engines take into account is why you link to. Spammy sites often link to each other, so if you have link buildinglinks to such sites that can too adversely affect your status in the eyes of the engines. Unfortunately it doesn’t work in reverse. You can’t improve your authority just be linking to trustworthy pages, they have to link to you for that to occur.

An important part of any link is the anchor text that is used to link to your pages (Anchor text is the visible characters and words that contain the hyperlink to your pages). If lots of links point to your site using keywords relevant to it, your site has a very good probability of ranking well for the targeted word or phrase in that anchor text. You can see this in action by searching for ‘click here’. Many of the results you get with that search are there solely because of the anchor text of inbound links.

When planning a link building campaign, SEO should not be your only concern. Building links that send targeted valuable visitors to you site should also be a goal.

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